Clearly there are two notable in-app usage peaks on January 21st and February 19th, however more significant is the general upward trend of in-app purchases over the past three months. The rate of in-app purchase remained consistent, if unspectacular up-to and including December, however it can be seen that an upward trend of in-app purchases began in 2011.


In January 2011, 53 percent more in-app purchases were made than in Decem- ber 2010. This growth accelerated in February, with January’s download figures being exceeded by 81 percent. March saw a smaller but still significant growth rate of 8 percent.


The relative consolidation of downloads in March demonstrates a new plateau being reached in the popularity of the in-app purchase system. Even though up-front payments still make up the largest revenue portion for iPad Apps, the data suggests that the revenue stream from in-app purchase is on the increase and should most definitely be considered as an avenue for publishers and app developers to explore.


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